Social Media Monitoring

hurriedtinkleΤεχνίτη Νοημοσύνη και Ρομποτική

15 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

182 εμφανίσεις

www.sti
-
innsbruck.at


© Copyright 2008 STI INNSBRUCK
www.sti
-
innsbruck.at

Social Media Monitoring

Dieter
Fensel
, Birgit
Leiter
,
Ioannis

Stavrakantonakis

www.sti
-
innsbruck.at

Social Media Monitoring

Overview

1.
Introduction

2.
What is Social Media Monitoring?

3.
Why do we need the SMM?

4.
Available media channels

5.
Core Features of the
SMM tools

6.
SMM tools available in the market

7.
Next Step: Response!

8.
Summary


2

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-
innsbruck.at

Introduction


Given

the

increasingly

large

number

of

consumers

using

social

media,

enterprises

cannot

ignore

the

power

that

is

weaved

within

its

networks
.



They

need

to

be


Present

in

the

relevant

communication

channels


Aware

of

what

is

discussed

about

their

products

and

services


Therefore

Social

Media

Monitoring

is

indispensible



Social

Media

Monitoring

Tools

enable

enterprises

to

have

access

to

real

customers’

opinions,

complains

and

questions

at

real

time

in

a

highly

scalable

way
.



3

www.sti
-
innsbruck.at

Social Media Monitoring

Overview

1.
Introduction

2.
What is Social Media Monitoring?

3.
Why do we need the SMM?

4.
Available media channels

5.
Core Features of the
SMM tools

6.
SMM tools available in the market

7.
Next Step: Response!

8.
Summary


4

www.sti
-
innsbruck.at

What is Social Media Monitoring?

Definition*


Social

Media

Monitoring

is

the

continuous

systematic

observation

and

analysis

of

social

media

networks

and

social

communities
.

It

supports

a

quick

overview

and

insight

into

topics

and

opinions

on

the

social

web
.

*
http://de.wikipedia.org/wiki/Social_Media#Monitoring

5

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-
innsbruck.at

What is Social Media Monitoring?


SMM

tools

facilitate

the

listening

of

what

people

say

about

various

topics

in

the

social

media

sphere

(blogs,

twitter,

facebook
,

etc
.
)




Listening
:


is

active,

focused,

concentrated

attention

for

the

purpose

of

understanding

the

meanings

expressed

by

a

speaker
.




Hearing
:


is

an

accidental

and

automatic

brain

response

to

sound

that

requires

no

effort
.


Are you listening?

6

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-
innsbruck.at

What is Social Media Monitoring?


Harness

the

wealth

of

information

available

online

in

the

form

of

user
-
generated

content




These

tools

offer

means

for

listening

to

the

social

media

users,

analyzing

and

measuring

their

activity

in

relation

to

a

brand

or

enterprise




Offer

access

to

real

customers’

opinions,

complaints

and

questions,

in

real

time,

in

a

highly

scalable

way

7

www.sti
-
innsbruck.at

What is Social Media Monitoring?

The

Social

Media

Monitoring

(SMM)

tools

are

NOT

Social

Media

Dashboard

tools
.

Their

goal

is

NOT

to

administrate

your

social

media

accounts
.

But,

their

goal

is

to

ENABLE

YOU

TO

LISTEN

to

what

is

being

said

about

certain

topics

on

the

web
.

8

www.sti
-
innsbruck.at

Social Media Monitoring

Overview

1.
Introduction

2.
What is Social Media Monitoring?

3.
Why do we need the SMM?

4.
Available media channels

5.
Core Features of the
SMM tools

6.
SMM tools available in the market

7.
Next Step: Response!

8.
Summary


9

www.sti
-
innsbruck.at

Why do we need the SMM?



The

direct,

unfiltered,

brutally

honest

nature

of

much

online

discussion

is

gold

dust

to

big

companies

that

want

to

spot

trends,

or

find

out

what

customers

really

think

of

them
.



The

Economist,

March

2006





“As

control

of

a

brand’s

marketing

messages

and,

indeed,

its

very

image

migrates

from

traditional

media

to

social

media,

companies

need

to

become

increasingly

adept

at

paying

attention

to

how

they're

being

perceived

in

the

online

world
.



The

Aberdeen

Group
,

February

2008



10

www.sti
-
innsbruck.at

Why do we need the SMM?


Provide

valuable

insight

from

the

side

of

enterprises

regarding

which

strategy

they

should

employ





Determine

the

most

effective

and

ineffective

offered

features

of

an

enterprise


11

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-
innsbruck.at

Why do we need the SMM?


The

speed

at

which

one

can

investigate

a

topic

of


interest
,

which

greatly

exceeds

that

of

a

traditional

survey

approach
.





Social

Media

Monitoring

is

more

precise,

faster

and

more

economical

than

traditional

expert

panel

analysis
.





Information

is

conveyed

to

someone

who

can

absorb
,

process

and

formulate

a

response



it’s

really

hearing

vs
.

listening
.




12

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-
innsbruck.at

Why do we need the SMM?


Reputation management



Event detection,
issue
and
crisis management



Competitor
analysis



Trend
and
market research
plus
campaign monitoring



Influencer detection and customer relationship
management



Product
and
innovation management



Manage Word of mouth

13

www.sti
-
innsbruck.at

Social Media Monitoring

Overview

1.
Introduction

2.
What is Social Media Monitoring?

3.
Why do we need the SMM?

4.
Available media channels

5.
Core Features of the
SMM tools

6.
SMM tools available in the market

7.
Next Step: Response!

8.
Summary


14

www.sti
-
innsbruck.at

Channels to analyze

1.
Social networks, e.g.:




Facebook
(Q1 2012)
:




526
million daily active
users




3.2 billion Likes and Comments per day




500K comments per minute




700K status updates per minute




80K wall posts per minute


15

www.sti
-
innsbruck.at

Channels to analyze

1.
Social networks, e.g.:




Twitter
:



200 million Tweets per day (2011)



200K
Tweets per
minute





LinkedIn: 147 million users





Google+: 170 million users


16

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-
innsbruck.at

Channels to analyze

2.
Sharing networks, e.g.:




YouTube:



4 billion videos are viewed a day



100 million people take a social action on YouTube every week (likes, shares,
comments, etc)




Flickr
: >6.500 new photos per minute




Pinterest
:


13 million users


American users spend an average of

97.8 minutes




17

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-
innsbruck.at

Channels to analyze

3.
Email lists




2172 million
Email
users




3375 million
Active email
accounts




2.8 million emails per second




90 trillion emails per year

18

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-
innsbruck.at

Channels to analyze

4.
Group
Communication and Message
Boards
(
e.g. Google Groups,
Yahoo! Groups, Facebook Groups,
etc.
)





Forums:
2K posts per minute





Yahoo
! Groups:



9 million groups



113 million users



933
thousand unique visitors daily

19

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-
innsbruck.at

Channels to analyze

5.
News feeds





Total Feeds*: 694,311





Atom Feeds*: 86,496





RSS feeds*: 438,102 (63% of the total)

*source:
http
://
www.syndic8.com


20

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-
innsbruck.at

Channels to analyze

6.
Blogs:





>95 million blogs available online




22K posts per minute




Tumblr

(Q2 2012)
:



55.9 Million blogs



23.3 Billion posts



20K posts per minute




WordPress

(Q2 2012)



73.724.911
WordPress

sites

21

www.sti
-
innsbruck.at

Channels to analyze

7.
Traditional mediums:




TV:



365
TV channels licensed in
Germany




Radio:



822
Radio
stations in Germany




Print
mediums (
newspapers, magazines)



382
Daily newspapers in
Germany



4180 Weekly magazines in Germany

22

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-
innsbruck.at

Channels to analyze

8.
Online News:




News websites: >25.000





Online radio stations:
>2700 Online radio stations in
Germany

23

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-
innsbruck.at

Available media channels





The

Conversation









SOCIAL NETWORKS

WIKIS

PHOTO SHARING

BLOGS

MAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING




SOCIAL MEDIA NEWS

AGGREGATORS

24

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-
innsbruck.at

Social Media Monitoring


25

www.sti
-
innsbruck.at

Available media channels

How many people would you need to manage the chaos of social
media activity and extract valuable insights for your brand?

26

www.sti
-
innsbruck.at

Social Media Monitoring

Overview

1.
Introduction

2.
What is Social Media Monitoring?

3.
Why do we need the SMM?

4.
Available media channels

5.
Core Features of the
SMM tools

6.
SMM tools available in the market

7.
Next Step: Response!

8.
Summary


27

www.sti
-
innsbruck.at

Core Features of the SMM tools

A Social Media Monitoring tool should support the following core
features:




Listening grid




Data analysis




Sentiment analysis




Historical data




Dashboard


28

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-
innsbruck.at

Listening grid

SMMs

should

be

able

to

gather

data

from

many

sources

and

in

different

forms

(e
.
g
.

posts,

pictures,

videos)

and

establish

a

listening

grid

to

capture

such

data
.



The listening grid focuses on three main aspects:

1.
The channels that are monitored (e.g. blogs and micro
-
blogs, social networks, video and
image websites, etc.);

2.
Which countries and languages the tools provide support for; and

3.
The topics relevant to the enterprise. Additionally, the listening grid should send alerts to
inform clients (e.g. when post volume increases over a defined threshold or sentiment be
-
comes very negative).



29

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-
innsbruck.at

Data analysis


Having

established

a

listening

grid

that

captures

data

and

posts

around

the

topics

the

user

is

interested

in,

the

next

step

is

to

analyze

the

data

and

produce

actionable

reports

and

insights

for

the

user

of

the

tool
.




The

analysis

is

of

particular

importance

as

it

encompasses

the

methods

used

to

both

filter

the

gathered

data

of

unwanted

information

(e
.
g
.

spam,

duplicates)

and

to

process

it

in

a

way

that

is

meaningful

for

the

enterprise
.

The

analysis

should

provide
:




Brand monitoring and reputation management



Consumer segmentation, customer insight and market research



Identify specific conversations to join



Gather information about competitors



Support product and service development


30

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-
innsbruck.at

Sentiment analysis


The

effort

of

finding

valuable

information

in

user
-
generated

data

is

called

opinion

mining
.

Sentiments

are

determined

using

elements

of

computational

linguistics,

text

analytics,

and

machine

learning

elements,

such

as

latent

semantic

analysis,

support

vector

machines,

Natural

Language

Processing
.



Main

purpose

is

measuring

the

attitude,

opinion,

emotional

state,

or

intended

emotional

communication

of

a

speaker

or

writer
.



A

sentiment

score

can

be

extremely

useful

in

evaluating

a

large

data

set

of

social

brand

mentions,

as

well

as

allow

enterprises

to

filter

content

based

on

positive

or

negative

comments,

thus

isolating

the

themes

or

issues

that

have

determined

the

developed

sentiment
.


31

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-
innsbruck.at

Sentiment analysis


The

major

method

of

extracting

sentiment

from

user

generated

content

is

Natural

Language

Processing

(
NLP)
.

Sometimes

called

text

analytics,

data

mining

or

computational

linguistics,

NLP

refers

to

the

computerized

process

of

automatically

analyzing

the

meaning

of

human

language
.




Pros
:

The

automatic

techniques

are

tireless,

fast,

consistent

(they

do

not

make

random

errors),

and

can

be

improved

over

time
.

They

offer

comparable

results

to

humans

in

real

world

scenarios
.



Cons
:

Automated

sentiment

technology

cannot

reach

the

quality

of

a

human

annotator
.

32

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-
innsbruck.at

Historical data


The

user

has

access

only

to

captured

data

about

topics

that

he

has

requested

to

monitor
.

Thus,

he

should

proactively

monitor

topics

in

order

to

recognize

problems

and

new

opportunities
.




Access

to

previously

captured

data

is

required

in

order

to

compare

the

current

metrics

and

reports

related

to

the

monitored

topic

with

any

previous

state

of

it
.

It

is

necessary

to

understand

the

improvement

of

a

strategy

in

the

long
-
run

and

through

the

years
.



33

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-
innsbruck.at

Historical data


Exploit

the

historical

data

of

your

monitoring

process

in

order

to

figure

out

the

strong

points

of

your

company

throughout

the

years

and

the

points

that

hinder

the

further

development
.



Measure

the

impact

of

your

various

online

marketing

campaigns,

compare

them

and

modify

them

in

a

productive

way
.




Discover

actionable

insights

based

on

the

overall

image

of

the

enterprise

and

act

in

the

appropriate

way
.


34

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-
innsbruck.at

Dashboard


A

user

interface

that

organizes

and

presents

information

in

a

manner

that

is

easy

to

read

and

use
.



Quickly

captures

the

big

picture

of

your

monitored

topics

or

your

brand
.


Offers

users

graphical

representation

of

the

raw

data

in

the

form

of

charts,

listings,

and

historical

graphing

of

queries

and

phrases
.


Should

be

customizable

to

the

needs

of

the

client

and


provide

a

wide

range

of

visualization

tools
.


Present information about demographics, trend topics around

the monitored subject and insights in an actionable way.

35

www.sti
-
innsbruck.at

Social Media Monitoring

Overview

1.
Introduction

2.
What is Social Media Monitoring?

3.
Why do we need the SMM?

4.
Available media channels

5.
Core Features of the
SMM tools

6.
SMM tools available in the market

7.
Next Step: Response!

8.
Summary


36

www.sti
-
innsbruck.at

SMM tools available in the market

Commercial Tools


Alterian SM2


Brandwatch


Converseon


Cymfony

Maestro


evolve24 Mirror


Media Metrics
socialMeme



Meltwater

Buzz


NM Incite My
BuzzMetrics


Radian6


Sysomos


Visible
Technologies Intelligence

37

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-
innsbruck.at

SMM tools available in the market

Alterian SM2




Storyboard

report


Implements

the

Dashboard

concept
.

A

lot

of

effort

is

taken

to

encapsulate

SM
2

data

into

consumable,

easy
-
to
-
understand

results
.


This

new

Storyboard

report

gives

users

an

infographics
-
like

report

that

is

easily

exportable
.





Alerting


Users

can

set

threshold
-
based

alerts

whenever

overall

volume

or

sentiment

changes

by

specific

numbers

or

percentages

as

compared

to

a

previous

time

period
.


When

an

alert

is

initiated,

the

user

will

be

emailed

of

the

notification

with

the

pertinent

information

and

a

quick

link

into

SM
2

with

the

relevant

report

details
.

38

www.sti
-
innsbruck.at

SMM tools available in the market

Alterian SM2




Historical

data


Extensive

Social

Media

Warehouse

with

historical

data

containing

over

20

billion

social

media

mentions,

blogs,

tweets,

posts,

images

and

conversations
.

This

data

includes

in
-
depth

information

for

each

search

result,

including

36

types

of

data

ranging

from

the

date

of

publication

to

the

physical

location

of

the

content

creator
.





Sentiment

Analysis


Provides

word

parsing,

weighting,

proximity

and

Natural

Language

Processing

to

enable

the

most

accurate

and

customizable

sentiment

analysis
.

39

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-
innsbruck.at

SMM tools available in the market

Brandwatch


Gathering

Data


They

have

built

a

large,

distributed

Crawler



a

program

which,

similarly

to

how

Google

searches

the

Web,

goes

and

visit

websites

from

all

around

the

world
.

But,


visits

the

web

in

near
-
real

time!



Cleaning

Data


From

adverts

and

navigation

text,

spam,

dates

(
you

can

accurately

filter

your

brand’s

mentions

by

date

range,

and

do

not

see

mentions

dating

from

one

year

ago!),

duplicates,

loose

query

definition
:

most

of

the

time,

a

brand’s

name

is

too

generic

to

provide

relevant

results

(think

Orange

or

Next)
.

To

address

this

their

query

definition

engine

supports

advanced

query

definition

syntax,

including

some

special

fields

which

allow

for

far

more

accurate

query

setups
.



Analysing

Data

(Sentiment

analysis,

query

matching)



Presenting

Data

(Dashboard,

API)


40

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innsbruck.at

SMM tools available in the market

Brandwatch


Crawler
database


Multiple
crawlers


Distributed
scalable
architecture


Spam filter


Change
detection


Title
extraction


Content
extraction


Meta
-
data
extraction


Query
matching


Sentiment
analysis


Topic
extraction


Mention
storage


Text storage


Text index


Distributed
scalable
architecture


User
Interface


API

41

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innsbruck.at

SMM tools available in the market

MediaMetrics

socialMeme



Monitoring


Monitoring

of

over

100

million

online

sources

in

48

languages

​​as

well

as

TV

and

radio

from

a

single

source
.

TV

and

Radio

content

is

transformed

automatically

into

written

content

which

is

searched

through

and

analyzed
.




Analysis


Articles

are

analyzed

to

identify

mutual

influences

and

quantify

effects

of

opinion

leaders
.

Influential

authors,

sources

and

stakeholders

are

identified
.

Means

to

measure

the

impact

of

the

campaigns
.




Dashboard


The

tool

is

web
-
based

and

provides

an

overview

of

the

themes

landscape

via

a

user

interface
.

You

can

evaluate

your

communication

in

comparison

to

that

of

your

competitors
.

42

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innsbruck.at

SMM tools available in the market

Radian
6



Radian
6

Analysis


Regarding

the

listening,

you

can

choose

what

channels

to

monitor,

which

countries

and

languages

you

are

interested

in

to

listen

to

and

the

most

important

of

all,

what

would

you

like

to

listen

to

and

which

are

the

hot

topics

for

you
.





Radian
6

Insights


Helps

you

to

go

beyond

the

discovery

of

posts

to

uncover

true

social

actionable

insights

in

real
-
time
.




Summary

Dashboard


Monitor

the

health

of

your

brand

on

the

social

web

in

one

convenient,

pre
-
configured

application

with

the

Radian
6

Summary

Dashboard
.

In

one

easy
-
to
-
read

view,

learn

more

about

the

volume,

overall

sentiment,

key

demographics,

influencers

and

more

around

your

brand,

product

or

competition
.

43

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innsbruck.at

SMM tools available in the market

Radian6


Engagement

Console


The

solution

to

scaling

social

media

engagement

across

your

organization
.

This

desktop

application

helps

your

company

listen,

engage,

and

measure

your

outreach

across

teams

and

departments
.




Mobile

iPhone

app


Information

today

moves

faster

than

ever

before,

and

since

the

social

web

doesn’t

stop

when

you’re

away

from

your

desk,

you

need

to

remain

aware

of

the

conversations

around

your

brand

at

all

times
.




API

and

extensions


additional

flexibility

to

the

social

data

pulled

from

Insights

and

the

Engagement

Console

through

our

API

and

integrations

with

external

applications




>
3
,
000

clients



including

over

half

of

the

Fortune

100

companies

44

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innsbruck.at

SMM tools available in the market

Social

Media

Monitoring

Market

The

available

Social

Media

Monitoring

tools

that

are

available


in

the

market

have

been

reviewed

by

various

organizations

and


marketing

research

laboratories
.

The

SMMs

come

in

different

shapes

and

sizes

in

order

to


fulfill

the

requirements

of

potential

consumers

of

their

services
.

Most

of

the

tools

cover

the

core


features

that

have

been

presented

in

the

previous

slides
.

Source: Forrester
Research

Listening
platforms Q3 ‘10

45

www.sti
-
innsbruck.at

SMM tools available in the market

Free Tools


Addict
-
o
-
matic


Boardreader


Google Alerts


HyperAlerts


Klout


Netvibes


Social Mention


Trackur


Twazzup


WhosTalkin


Yahoo Pipes

Pros:


Cost
-
efficient alternative


Cons:


Limited reports


Limited channel
-
coverage


Limited functionality (e.g. workflow
management, dashboard)

46

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SMM tools available in the market

Disadvantages

of

free

tools


Free

tools

are

free

of

support

service
.


There

is

no

guarantee

concerning

the

availability

of

the

service
.



Functions

are

often

limited

to

quantitative/statistical

reports
.



Complex

analysis

(e
.
g
.

automated

sentiment

detection)

may

not

be

available

for

languages

other

than

English
.



Many

are

point

solutions

considering

few

or

only

one

platform

(e
.
g
.

Twitter)
.


Services

that

claim

to

search

the

entire

web

do

not

reveal

which

sources

are


really

included
.



To

get

a

comprehensive

overview

several

free

services

must

be


combined
.


Results

of

free

tools

have

to

be

saved

and

archived

in

user
-
defined

structures

and

formats
.


Workflow
-
functionality

is

usually

not

available
.


47

www.sti
-
innsbruck.at

Social Media Monitoring

Overview

1.
Introduction

2.
What is Social Media Monitoring?

3.
Why do we need the SMM?

4.
Available media channels

5.
Core Features of the
SMM tools

6.
SMM tools available in the market

7.
Next Step: Response!

8.
Summary


48

www.sti
-
innsbruck.at

49

Social Media
Monitoring

Multi
-

Channel
Publishing

Social Media Monitoring

www.sti
-
innsbruck.at

Next Step: Response!

Response! Engage!


Customers

need

answers

to

their

questions

and

you

need

to

defend

your

brand

on

the

negative

comments

in

the

social

web

sphere
.


By

being

authentic,

transparent,

and

operating

with

integrity,

you

will

successfully

engage

your

market

and

a

build

community

of

advocates

who

will

spread

your

message

virally

in

your

market
.


The

engagement

concept

refers

to

the

ability

of

the

tool

to

support

reaction

with

the

social

media

posts
.

Many

tools

today

offer

the

integrated

possibility

to

reply

to

posts

and

follow

up

to

any

mention,

complaint

or

question

that

is

needed

or

has

some

opportunities
.



50

www.sti
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Next Step: Response!

Example scenario


Consider

the

case

of

a

hardware

company

that

sells

laptops
.


A

customer

has

an

issue

with

his

laptop

and

expresses

his

frustration

via

the

social

media
.


The

hardware

company

is

able

to

listen

to

the

complaint

of

this

customer

in

real

time

as

they

are

using

a

Social

Media

Monitoring

tool

to

capture

discussions

in

the

social

networks

that

are

related

to

their

brand
.


The

issue

of

the

customer

is

forwarded

to

the

helpdesk

of

the

company

and

they

contact

the

customer

via

the

same

medium

in

order

to

communicate

their

reply

and

answer

to

his

problem
.


51

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Next Step: Response!

Example scenario 2


Consider

the

case

of

a

hotel
.


A

customer

faces

a

problem

with

the

hygiene

of

his

room

and

tweets

about

it
.



The

Social

Media

monitoring

tool

of

the

hotel

captures

that

tweet
.



The

social

media

monitoring

administrator

would

be

able

to

easily

check

the

most

urgent

issues

and

assign

them

to

the

responsible

person

with

the

right

deadline

as

well

as,

suggest

which

channel

to

use

for

the

response
.

52

www.sti
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innsbruck.at

Next Step: Response!

Prerequisite: Workflow management

Workflow

refers

to

the

process

of

assigning,

tracking

and

responding

to

social

media

streams,

usually

in

a

team

environment

in

order

to

prevent

double

responses

and

missed

opportunities
.

It

is

crucial

for

an

enterprise

tool

to

promote

team

productivity

through

collaboration
.


Main goals:


Coordinate

and

track

who

at

our

firm

is

engaged,

who

said

what

to

whom,

who

manages

what

relationships,

etc
.


Consider

how

to

get

the

right

information

to

the

right

team

on

an

ongoing

basis



as

volume

increases

ad

hoc

methods

won’t

scale
.


Classify

and

tag

posts,

adjust

sentiment,

and

route

them

for

follow

up

and

engagement
.



Internal

exploitation

of

the

external

feedback

in

a

productive

way
.

The

feedback

is

routed

to

the

right

department

regarding

the

content
.


53

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Next Step: Response!

Benefits

of

response

and

engagement


Customer

satisfaction
:


Satisfaction

is

simply

the

foundation,

and

the

minimum

requirement,

for

a

continuing

relationship

with

customers
.



Word

of

mouth

advertising

/

advocacy


Awareness

-

effectiveness

of

communication


Filtering
:

consumer

rates

and

categorize

the

market


Complaint
-
behavior
:

highly

engaged

customers

are

less

likely

to

complain

to

other

current

or

potential

customers


Marketing

intelligence
:

highly

engaged

customers

can

give

valuable

recommendations

for

improving

the

quality

of

the

products

offered

54

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Next Step: Response!

Limited engagement availability in the tools


Alterian SM2


Brandwatch


Converseon


Cymfony

Maestro


evolve24 Mirror


Meltwater

Buzz


MediaMetrics

socialMeme


NM Incite My
BuzzMetrics


Radian6


Sysomos


Visible Technologies
Intelligence

55

www.sti
-
innsbruck.at

Social Media Monitoring

Overview

1.
Introduction

2.
What is Social Media Monitoring?

3.
Why do we need the SMM?

4.
Available media channels

5.
Core Features of the
SMM tools

6.
SMM tools available in the market

7.
Next Step: Response!

8.
Summary


56

www.sti
-
innsbruck.at

Summary


Social

Media

Monitoring

is

the

continuous

systematic

observation

and

analysis

of

social

media

networks

and

social

communities
.




Social

Media

Monitoring

tools

enable

you

to

listen

to

what

is

being

said

about

certain

topics

on

the

web




We need Social Media Monitoring tools


because they



provide

valuable

insights

and



determine the most effective and ineffective

offered features of an enterprise.

57

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Summary


Channels

to

be

analyzed

with

the

help

of

SMM
-
Tools
:


Social

networks
:

e
.
g
.

facebook
,

twitter,

linkedIn
,

google
+


Sharing

networks
:

e
.
g
.

youtube
,

flickr
,

pinterest


Email

lists


Group

Communication

and

Message

Boards
:

e
.
g
.

Google

Groups,

Facebook

Groups


News

feeds


Blogs
:

e
.
g
.

Tumbl
,

WordPress


Traditional

mediums
:

e
.
g
.

TV,

Radio,

Print

mediums


Online

News



58

www.sti
-
innsbruck.at

Summary


SMM

tools

available

on

the

market
:




Commercial

Tools
:

e
.
g
.


Alterian

SM
2


Brandwatch


Media

Metrics

social

Meme


Radian

6




Free

Tools
:

e
.
g
.


Boardreader


Google

Allerts


Klout


WhosTalkin

59

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Summary

Core features of the SMM tools


Monitor


Establish a
listening grid
that will gather everything said and discussed around your
brand and the topics that you are interested in


Important parameter is the
near
-
real time gathering of data
from the social media

Analyze


Data mining
and
opinion mining
at the gathered data


Sentiment analysis
with using NLP in order to classify into categories the gathered
conversations

Results


Visualize the insights

generated from the analysis with the dashboard tools


Communicate internally the
insights to the appropriate department

Engage!


Respond to the conversations and
give

the customers
what they want


Take care of the customers and
make them feel important

60